I still find it hard to justify buying Chi-Fi. My HD650 still has no competitor in terms of style and cost efficiency, I wish I could afford HD800 but they sound very different. My IE80 from 2012 is very outdated, but IEMs are technologically inferior, and even the Chinese ones are not cheap. So I just put a USB-C cable on it and use it occasionally.
think their target market is closer to the £20 segment than the £200 segment
Nah, here's an example, Hifiman's planar offerings range from 50 USD to 8000 USD.